's justaboutsearchenginesoptimization, butwho -- and this is a big question, but who is setting the ethics and the standards and the best practices of how campaigns reach potential voters. and anyone wants to -- >> i mean, i think in large part, i'll just briefly say, you have for experience with it, in large part, i think it's policed by the users out there, who will feel you know, that's a dirty trick, that's ridiculous. don't pollute our on-line environment with this or that. that might not be good enough. sometimes there might need to be more. but in large part, what we were saying before about how people online are smart, they're not just sitting there in their pajamas saying this horthat, they know when somebody is manipulating the web in a way that's underhanded and i think that's very risky for candidates and that's going to blow up in their face and that can police it in and of itself. >> so the example of that is the google bomb. basically the theory is that google returns search web results based on what's relevant so if you get a whole bunch of people to link to some